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The icons we chose for this particular logo both represent communication. The first and most prominent icon is a simplified, graphic representation of a megaphone symbolising amplifying and directing a person's voice.

Our thought behind this was inspired by the word "alert" in the name of the company. Instead of using the usual exclamation mark to graphically represent this concept we took inspiration for the newspaper boys, also called 'newsboys' or 'newsies', who in the mid-19th to the early 20th century used to hawk newspapers by yelling "Extra, extra!". Further to this we opted to incorporate the company's name into the logo instead of a seperate line inderneath.

To symbolise the auction chant or otherwise known as "auction cry" we used a speech bubble to communicate the rhythmic repetition of numbers and "filler words" spoken by auctioneers in the process of conducting an auction.

The style of the logo is that of excitement and fun as this is mainly what this industry is about. The colours represent both the urgency of the alert (red) and the trustworthyness of that which is being announced (blue).